If you didn't know already, HubSpot has been using LinkedIn ads for the past year or so. With over 450 million members, in more than 200 countries and territories, LinkedIn is a readymade database of smart, engaged and active professionals - so it makes sense to leverage it to promote your organisation.
Through HubSpot, HubSpot customers have been running LinkedIn Sponsored Content, whereby you can promote your content to a defined audience within LinkedIn's database. LinkedIn lists the three main features of this approach as follows:
- Raise awareness
- Build relationships
- Drive leads
So, what does this look like in practice? In a post titled, "5 things we've learned after a year with LinkedIn ads", Marcus Andrews reflects on HubSpot's experience. He explains that LinkedIn ads have resulted in impressive conversion rates (9 per cent) and highlights the importance of testing different creative options, to ensure your ads strike the right note.
One of the key points he makes is: "Make sure to combine ads and inbound for the biggest inbound." Marcus says: "All of our top performing advertisers combine ads with inbound. Their ads were part of a holistic campaign. They had remarkable content that they turned into an offer."
LinkedIn ads allow you to extend your reach and better promote your content and organisation to your target audience. As ever, creating informative, educative and valuable content remains vital - but leveraging LinkedIn ads can help you to boost your inbound marketing campaigns and reach for new heights.
5. Make sure to combine ads and inbound for the biggest impact All of our top performing advertisers combine ads with inbound. Their ads were part of a holistic campaign. They had remarkable content that they turned into an offer. They used optimized landing pages and simple forms. They promoted their content through their blogs and social channels and they used ads to amplify their best performing offers. This approach is import as B2B buyers often need more than one touch before they buy. This can be short or long depending on your industry but people are doing more and more researching online before they buy and LinkedIn has become an important place where they learn about products and services.